Foxy London: 388 hair colour leads at £11–12
Launching campaigns, improving conversion and sales scripts for a new London hair colour studio
We later optimised the campaigns to improve lead quality.
Starting point
The campaign initially generated leads at £13.50 (€16), but few qualified. The goal was to lower lead costs and improve qualification.
Campaign objectives
- Test Instagram and Facebook campaigns as sources of prospective clients.
- Identify offers that attract enough of the right audience.
- Lower the cost per lead to £11–12 (€13–14).
- Reach a stable qualified-lead rate of at least 30%, keeping qualified-lead cost below £35–40 (€42–48).
- Find effective creative formats and offers to improve click-through and interest.
Initial campaign launch and creative testing
- Videos showing colouring and hair-extension results.
- Videos showing results and prices.
- Before-and-after videos.
- Static before-and-after visuals.
- Static visuals featuring finished work.
- Collages of completed work.
Creative performance analysis
- A results-and-prices video achieved a 4.38% CTR.
- A similar video achieved a 3.07% CTR.
- A static collage of finished work achieved a 4.96% CTR.
Offer testing
We tested several offers:
- 10% off the first visit.
- A complimentary haircut with full colour.
- A complimentary treatment with colouring.
- A complimentary hair and scalp consultation when booking extensions or colouring.
Lead handling optimisation
Lead-handling recommendations helped raise the qualified-lead conversion rate to at least 30%.
Key takeaways
- Brand-coloured fonts and concise offer copy performed best. Ads offering 10% off the first visit stood out, while offers without a promotion produced weaker results. Cold leads cost more than £20 (€24).
- The 10% discount performed best and remains in use.
Ad creatives
Meta Ads campaign results
Results in numbers
£8958
Total ad spend
388
Leads generated
118
Qualified leads
£38,68
Cost per qualified lead
Results
- Campaigns provided a clearer, more predictable picture of the audience.
- After the first 2 months, lead costs fell from £15–20 (€18–24) to £11–12 (€13–14).
- The qualified-lead rate stabilised at 35% or higher.
Refining creatives, offers and lead handling lowered costs and improved conversion. The 10% discount performed best, while better sales scripts increased the share of qualified leads.
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